The Royals are responsible for the full Mercedes-Benz Vans (MBV) customer journey from brand strategy, creative, sponsorship and events through to managing their social channels, content strategy and creation, website build and management and CRM programme. This is carried out across the full MBV range including Vito, Sprinter, X-Class to name just a few.

The Royals’ close relationship with MBV started in 2016 and has grown to one where the agency is a true partner and an extension of the MBV marketing team. MBV make use of the Royals’ full range of capabilities as well as holding close working relationships with other agency partners such as media and PR. The benefit of this approach to MBV is that media, PR and creative ideas are developed hand in hand right from the strategy stage so that opportunities are maximised from the start.

Finding new opportunities
for Mercedes-Benz Vans

Over the course of the last three years The Royals have established and built MBV’s social channels and audiences from the ground up, growing from an organic-only feed to the ongoing use of sophisticated media strategies to drive lead generation and action throughout the funnel. The Royals manage all locally and internationally produced social content for MBV as well as creating and managing MBV’s influencer and content creator strategy.

In addition to this, The Royals have also created and implemented MBV’s CRM strategy. The Royals team manage a programme of activity including the development and implementation of prospecting journeys for key campaigns. Plus the development of the MBV quarterly blog and ‘Love Your Work’ loyalty programme.

We are currently also providing support in MBV’s migration to Salesforce Marketing Cloud, including setup of their onboarding and prospecting journeys.

In addition, The Royals have recently rolled out and are managing an entirely new mobile first MBV website for both Australia and New Zealand.

You can view the AU website here: https://www.mercedes-benz.com.au/vans/en

You can find out more about Tough Conversations here: http://hungerforglory.com/toughconversations/

The benefits of this working relationship can be seen in the results

Mercedes-Benz Vans have celebrated YOY market share growth in Australia, increasing share in the overall van market by 9% in 2018.

During The Royals tenure with Mercedes-Benz Vans, we have helped launch a range of projects and our portfolio size has doubled in this time period. We’ve launched a private line of vans (V-Class, Marco Polo ACTIVITY), the new Mercedes-Benz ute – the X-Class, and the new Sprinter.